Video Marketing in 2023
Everyone is talking about the power of video for sales and marketing, but unfortunately, most sales and marketing videos don’t get results when you post them to YouTube and wait. Great production is step 1. After that, you need to have a video marketing strategy in order to execute a plan that will get results.
Here’s a quick overview of the video tactics you may want to consider when putting together a plan.
Video Hosting Platforms for your Website: The first question you should ask is where you’re going to host your new video content. YouTube is great for search, but if you set it up incorrectly on your website…there’s a major issue you should be aware of (feel free to email me and I’ll show you). There are several other video platforms that we recommend for a variety of sales and marketing purposes. These include Vimeo and Vidyard. Vimeo allows you to build a video library, control your content, and viewing experience. Vidyard does the same thing, but it’s also a very powerful sales tool.
Video SEO / Video Optimization: After your videos are posted on your website. You should also set up a YouTube Channel and load all your videos there…since YouTube is the #2 search engine in the world (behind Google). The key is to optimize your video content, so it is found on Google and YouTube when people are searching for keywords or information related to your video. In addition, you can embed your new videos into blogs and optimize these pages. If you have an email newsletter, you can embed your videos into your newsletter and also link them back to your landing pages for more web traffic.
Video Syndication (Social Media Ads): Short video ads can be utilized to push your video out to thousands of potential customers through your company’s social media channels like Facebook, Instagram, Twitter, LinkedIn, or Pinterest. These can be 15 or 30-second video ads…or this works really well when you have a series of videos to share over time.
OTT / Video Pre-Roll: A pre-roll ad is a video advertisement that plays before the content that the user has selected. These video ads are typically between 15 and 30 seconds long. Depending on the length of your video, these ads can be skippable or non-skippable. With a programmatic buying platform, you can target local consumers (by age, gender, income, location, etc) on over 50,000 local, regional, and national websites. Pre-roll ads can also be served on YouTube.
CTV: Connected TV (CTV) allows you to advertise in long-format TV programming (TV shows, movies, sports) to consumers who are streaming video content on their TV, computer, or mobile device through a Roku or similar streaming device. There are lots of video streaming services available today. You’ve probably seen ads for Hulu, Paramount+, Freeform, and Fubo to name a few. CTV is mostly in-home viewing on a large screen. Your ads will show in commercial stop sets, but only to your target audience in your target geography.
Addressable OTT/CTV: This tactic allows you to geo-fence specific office addresses or home addresses and serve up your video ads specifically to potential customers at those addresses. If you already have a mailing list, this is a great tactic that can be used in conjunction with direct mail. This way your video ads are served to the same homes that you’re mailing to. Your branding and direct response advertising working together….that’s a pretty strong one-two punch.
Traditional Media: TV advertising is a great way to reach the masses and works well for many local, regional, and national clients. Utilizing ratings data and media buying software you can effectively research, plan and place both Network TV and local Cable TV buys anywhere in the country. Over the past 20 years, our team has placed media buys in over 200 markets throughout the US and Canada.
Video Analytics: Video Analytics Reports allow you to better understand your viewers’ interests and online journey after viewing. You can track everything from user engagement to completion rates. In addition, you could use heat maps to see which portions of your videos viewers are watching and engaging with the most. With all of this data and insight, you can create better content for better results.
Viamark is a Boston area video advertising agency and video production company that takes video marketing to the next level. We can help you to reach your target audience, wherever they are watching. We can create effective and affordable video content for your website, YouTube, social media, and new emerging online channels. It all starts with good storytelling, so just contact us. We’ll listen to your story, and then help you tell it.
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Want to learn more about how we can make you the go-to name in your industry, please visit www.ViamarkDigital.com.
Have a great week!
DesignRush has recognized Viamark Video as one of the Top 10 Advertising Agencies in Boston.